While much of the summer’s action concludes in July, August serves up its own thrilling lineup on British soil—and beyond. From football to cricket, rugby to athletics and horse racing, here’s what fans in the UK can expect—and how pubs can cash in.
Premier League Football kicks off on the weekend of 17–18 August, reigniting tribal passions across the country. Expect packed houses for big opening clashes and rivalries, with fans eager to see how their teams shape up for the new campaign. The EFL and Scottish leagues are already in full swing, keeping footy fans well entertained every weekend.
Before that, the Community Shield takes centre stage on Sunday 10 August, marking the traditional curtain-raiser to the English football season. With a top-tier clash at Wembley between last season’s league champions and FA Cup winners, it’s a golden opportunity for pubs to pack in fans for a first taste of competitive football action.
Then, on Wednesday 14 August, all eyes turn to the UEFA Super Cup Final, where the winners of the Champions League and Europa League go head-to-head in a continental showdown. It’s a midweek opportunity to pull in the crowd for a big-match atmosphere and a few midweek pints.
The Hundred runs from 5–31 August, bringing intense, fast‑paced cricket to stadiums from Lord’s and The Oval to Manchester, Cardiff, Birmingham, Leeds and Nottingham. Expect lively crowds, family entertainment, and non‑stop action.
At the start of the month, the UK Athletics Outdoor Championships take place at Alexander Stadium in Birmingham (2–3 August), where Britain’s top track and field stars compete for national glory—and spots at the World Championships.
From 22 August through 27 September, England hosts the Women’s Rugby World Cup across multiple cities including Sunderland, Exeter, York, Bristol, Manchester and Twickenham. The home crowds are expected to be massive, especially when the Red Roses launch their campaign on 22 August.
There are various meet-ups with horse racing in and around the UK, with York’s Ebor Festival (20–23 August) standing out as one of the highlights in the flat racing calendar.
With football back on the screens and a packed sporting calendar, August offers pubs the chance to build momentum ahead of autumn. A well-timed pint, a bit of sporting trivia, and a screen showing the big game—it could be the formula that turns casual visitors into loyal regulars.